Chapter 6 - Search Engine Optimization: It's Not Dead - by Andre Savoie

[Paul Terlemezian]

This chapter is the best one (for me) so far - probably because I believe it relates to every business including B2B and even small consultancies like mine. It also provided insight into another area of my focus (not disruptive but perhaps revolutionary) - how do we help knowledge-based businesses build the asset value of their business. I believe this focuses on "content" but is not the content itself. It is what the content produces that matters - since what it produces yields revenue - and SEO can be the proof - hopefully.

Andre itemizes four rules of SEO - quite helpful:

SEO Rule #1: You Can't Beat the System

This is good news - as consumers we don't want anyone to beat the system (we also don't want the system to own us!) So - everyone - don't even try to beat it - and don't let google beat you - validate what search reveals - via alternate searches; dialogue with trusted associates; your experience.

SEO Rule #2: Value-Based Content Marketing Never Goes Out of Style

Again good news - lots of good and "free" information for us as consumers - the only cost is our time!

As providers - you want those customers who value what you can do for them and value what they can do with their time higher than reading and assimilating your content. I believe there are three reasons for someone to look at your free content:

1. They want to benefit as much as they can without having to pay you. Give them free content - it is less expensive than spending your time with them and it helps your SEO rankings - the more the merrier!

2. They want to determine if it is worth their time to get to know you better. Help them know everything they want to know - why would you hold back? Iimagine how useful the conversation with a prospect will be when it begins with them saying "I have been studying you and your competition and I have decided to contact you because...."

3. They want to sell something to you. I only wish everyone who tried to sell me something had read my websites first. It is much less expensive than giving them "only" 15 minutes" of my time to discuss my business challenges. When feisty - I respond and asked if they had spent "5" minutes researching me before expecting me to give them15 minutes of my time or take 5 minutes to research them. Again - let someone know who you are via your content - and if they can really help you - great - if not - again it helps your SEO!

SEO Rule #3: Foundational SEO is More Important than Ever

Great guidance in this section which I encourage you to read and reread. You will assimilate what is relevant and since relevant may change with time it will be wise to these 5 page often.

SEO Rule #4: The Rules Will Change

This protects us as consumers and provides opportunity as providers. It also supports having an ongoing relationship with a company that understands and can predict the changes. The company should be able to justify its fees based on the decisions it helps you make today that make money for you today and save you money in the future.